Research Shows That Expensive Items Bring More Pleasure

Will a $90 Bottle of Wine Make You Happier?


If we were enjoying a nice meal together and I told you that the wine cost $90, would you think it tastes better than if I had told you it was $10? According to a new study published by the Proceedings of the National Academy of Sciences, you would.

By using a new brain-scanning technology, researchers from the California Institute of Technology and Stanford's business school discovered that when drinking wine, the amount of pleasantness experienced was linked directly to the price. This was repeatedly found true, even though it was the same wine — Cabernet Sauvignon — for each test. They discovered that the higher the price, the higher the levels of blood and oxygen in the pleasure part of the brain.

I find the whole study very interesting — I hope it doesn't lead to a surge of higher priced goods just because marketers think we'll enjoy them more — but what do you think?

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